MUMBAI: Viacom 18 announced the launch of its channel, COLORS, in the Middle East. The channel will be distributed on DTH exclusively on Pehla packages in all Middle East and North Africa countries through Arab Digital Distribution Company (ADD).

COLORS will also be available on cable and IPTV in the UAE through e-Pehla packages on E-Vision and on Du and in Qatar through Q-Tel.

The channel is also looking at capturing the local Arab and Arab expat audience, particularly the young generation that is familiar with Bollywood entertainment. It will be available as part of all three Asian packages offered by ADD – Pehla Basic, Pehla Silver and Pehla Gold.

Viacom18 and CEO – COLORS group COO Rajesh Kamat said, “It is a matter of pride for us that in a short duration of two years, COLORS has not only become India’s favorite entertainment destination but is on its way to replicate its success in other key markets as well. After our successful launch in the US and the UK this year, we are pleased to partner with Arab Digital Distribution to offer the best of family entertainment to our viewers in the Middle East. The launch is part of Viacom18’s aggressive growth plans to extend our flagship brand outside India.”

Arab Media Corporation (AMC) CFO Abdel Ghani Ali said, “With the addition of COLORS to the Pehla bouquet, ADD is further strengthening its position as the regional market leader. Over the years, ADD has consistently added some of the best known Asian television channels to its Pehla bouquet, thus catering to the varied and ever evolving media needs of its customers. COLORS certainly adds a greater depth to the general entertainment quotient of the Pehla bouquet.”

“The tie-up with ADD offers enormous strategic advantage to COLORS as the channel will leverage Pehla’s established audience franchise across the MENA region,” added Ghani.

E-Vision CEO Humaid Rashid Sahoo said, “We are very pleased to welcome COLORS on our platform. Considering our pioneering heritage and our standing as the leading cable TV provider in the UAE, the addition of COLORS to e-Pehla packages on E-Vision and e-Life further reinforces our commitment to offer the best in TV entertainment to our viewers."